Farm practices | University of Guelph survey suggests concerns about livestock production are a mainstream issue
Canadians worried about the welfare of chickens, pigs and cows are not granola-crunching vegans who want to eradicate animal agriculture, says a University of Guelph economist.
“There’s no doubt, there is a group of the population that is hard core vegan,” Michael von Massow told the Dairy Farmers of Manitoba conference held in Winnipeg Dec. 3-5.
“(But) it’s extremely dangerous to say that is the only group out there talking about concerns around animal welfare.”
Livestock producers and industry representatives have frequently said only a fraction of Canadians are alarmed about livestock welfare and often characterize that group as extremists.
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Von Massow and his Guelph colleagues conducted a public opinion survey of 2,000 Canadians last fall that debunked the notion that only a fraction of the population cares about animal welfare.
To the researchers’ surprise, 50 percent of the respondents were concerned or had doubts about livestock production practices.
“It was a shock to me,” said von Massow, who specializes in food value chains and consumer perceptions of food.
The survey also found that 25 percent of respondents said they focus primarily on price when they buy meat, eggs and dairy products, and another 25 percent were unconcerned about animal welfare.
Von Massow said the concerned group contains a higher proportion of women and young people than the other categories of consumers, but concerned consumers still eat meat.
“These people eat at least as much meat and drink at least as much milk as the rest of our sample,” he said.
“We can’t just say it’s the ‘granolas,’ let’s forget about them. It isn’t the granolas, it isn’t.”
Von Massow also said it’s important to realize that most Canadians know almost nothing about livestock production. His survey found that only 16 percent of respondents knew that free run chickens don’t go outside, while only 33 percent knew dairy cows produce milk after calving.
He said people may not understand what they are worried about, but they have “niggling doubts” about livestock practices.
The Guelph survey also found that animal welfare claims can be a powerful marketing tool. Forty percent of respondents said commitments to enhanced livestock welfare would influence where they bought groceries and their choice of restaurant.
“That, ladies and gentleman, is why we’re seeing large retailers and large restaurant companies start to make commitments (on animal welfare),” von Massow said.
For instance, fast food chains have laid out plans to buy pork from farms that keep sows in open housed systems rather than gestation crates.
He said a Purdue University survey that looked at where people get information on animal welfare found that 56 percent of respondents had no source of information, 12 percent relied on the Humane Society of the United States and seven percent said their source was People for the Ethical Treatment of Animals.
David Wiens, chair of Dairy Farmers of Manitoba, said the void in reliable information creates an opportunity for the livestock industry because many consumers want facts but don’t know where to go.
“Our message isn’t necessarily known widely by the public,” he said.
“We continue to strive to get our message out there, (but) as dairy farmers we can’t speak for everyone out there.”
Manitoba once had an organization dedicated to animal welfare and public outreach, but the Manitoba Farm Animal Council disbanded in 2010.
Shanyn Silinski, former executive director of the MFAC, said at the time that Manitoba livestock groups desperately needed a credible organization that focuses on animal welfare.
“To have that step away, where you have a united voice from all of the commodities working together … has a lot more impact than the cattle producers saying that the cattle producers are doing a good job.”
Von Massow agreed the livestock industry has an opportunity to connect with consumers, but the Purdue survey found that only two to three percent of people rely on producer associations for animal welfare facts.
More people, primarily women, rely on social media.
“Who do they go and believe? Mommy bloggers. People who have no more information or knowledge than they do,” he said.
“But that’s who they’re looking to.”
Von Massow and his Guelph colleagues are repeating their animal welfare survey this fall.
robert.arnason@producer.com
